The high-street clothing chain Hennes & Mauritz, the third largest fashion retailer in the world, has announced this week that accessories by the British luxury brand Jimmy Choo will be available in their stores this autumn.

Jimmy Choo, the British accessory brand is best known for its celebrity footwear and popularity with Hollywood stars. Established in 1996, the Jimmy Choo name has always been associated with glamor and fashion, with celebrities such as Halle Berry and Cate Blanchett wearing their shoes on the red carpet. The new launch will also mark the debut of Jimmy Choo clothing line, with a collection for a small-sized women to accompany the accessories, and one more debut for the luxury brand - a series of clothing, shoes and bags for men.

For H&M, which is quoted on the Stockholm exchange and is headed by Stefan Persson, son of the brand's founder, this is the latest collaborative work with celebrity designers. Their first partnership started in 2004 with Karl Lagerfeld's collection and was followed by collaborations with Stella McCartney, Madonna, Kylie Minogue, Viktor & Rolf, Roberto Cavalli, Matthew Williamson and Comme des Garçons. Following on from this summer's bestseller two-part line by Matthew Williamson, the new collection will be the first H&M designer range that will offer its fans accessories, with a main focus on footwear and bags.

Mostly famous for its luxury party shoes and given mass appeal by Sarah Jessica Parker's character Carrie Bradshaw in Sex and the City television series, Jimmy Choo footwear commonly cost hundreds of pounds, with average shoes costing between £450 and £495, and up to £2,000 for boots in an exotic skin, such as crocodile, for example. The new collection carries nearly 15 different pairs of ladies shoes, and now, fashion lovers will be able to buy Jimmy Choo shoes for a fraction of their usual price tag, starting from £40 for a pair of ballet pumps to about £180 for boots.

Tamara Mellon, founder and president of Jimmy Choo, said that it is a great honor and privilege for their brand to join the list of the great fashion designers who have been working with H&M so far. Mellon added that they are excited to have an opportunity to create a collection that will be appealing to fashion savvy, street smart women, and to be designing some great pieces for men, as well.

In turn, H&M is hoping that the partnership with Jimmy Choo will result in a similar success that followed their previous collaborations with famous designers. The new limited-edition range will be made available in just 200 H&M stores worldwide from November 14. The budget collection is expected to lead to queues around the block and saturation media coverage. Traditionally, H&M has been launching its designer collections on a Thursday, which required dedicated fans to take time off work. For the Jimmy Choo line, it has, for the first time, chosen a Saturday, probably to create a bigger buzz.

Tags: Fashion

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